The Effects of Marketing Mix and Service Quality on the Satisfaction and Loyalty of Customers at Mobile Business in Makassar (A Case Study on Telkomsel Customers in Makassar)

Customer satisfaction has become part of the goal of most companies. This research aimed (1) to test and analyze the effect of the marketing mix on service quality and the marketing mix on the customers satisfaction; (2) To test and analyze the effect of marketing mix and service quality on the loyalty of the customers; (3) To test and analyze the effect of the marketing mix on the satisfaction and loyalty of customers; (4) To test and analyze the effect of service quality on the satisfaction and loyalty of the customers. This research used the approach of quantitative research. The population included all the customers or the users of PT Telkomsel services. The Types and the sources of data used in doing the research were the primary and secondary data. The technique of data collection used were interviews, questionnaires, and observation. The data were analyzed using path analysis and the help of the application of Smart PLS 3.0. It was expected that the results of the analysis using the statistical descriptive analysis and the test of the data quality were the validity and the reliability test, and the hypothesis test. The research results indicated that the marketing mix and service quality had a positive and significant effect on the satisfaction of the customers. The marketing mix and the service quality had a positive and significant effect on the loyalty of the customer. This showed that when the marketing mix offered by PT Telkomsel was good or true then it could increase the loyalty of the customers. The marketing mix and the service quality had a positive and significant effect on the satisfaction and loyalty of the customers. This again indicated that the truer was the strategy of the marketing mix done by PT Telkomsel, the higher was the satisfaction and loyalty of the customers. Furthermore, the better was the service quality felt by the customers of PT Telkomsel, the higher was the satisfaction and loyalty of the customers.